This is a research project I led for Seattle Sounders FC (that’s football club for anyone who hasn’t watched Ted Lasso).

The goal of this research was to identify passion points and Seattle iconography that could be woven into the Sounders’ visual identity as they approached their 50th anniversary as a professional soccer team. Similar to the Taco Bell research I led, this project involved synthesizing quantitative and qualitative data into actionable insights:

• Quantitative: Writing two surveys—one for Sounders fans and another for Seattleites at large—to identify aspects of Seattle life that could be effectively reflected in the team’s branding.
  
  
• Qualitative: Developing discussion guides for focus groups, which included Sounders players from across the team’s history, Sounders employees, and the club’s most devoted fans.

The findings from this research helped shape the design sensibilities of the team’s branding refresh—paying homage to the club’s storied past while looking ahead to the next era of the Sounders dynasty. Just in time for the team to debut new uniforms designed by Seattleite (and famous secondhand store patron) Macklemore.